Player Development: Analytics + Human Touch = Satisfied Players

Everyone who’s been around a casino has heard the pledge from an angry gambler after a losing session: “I’m never coming back here!”

Keeping that intent from becoming fact requires a delicate balance of personal touch and hard data, members of a panel on player development said during a Global Gaming Expo education session at the Sands Expo and Convention Center. Sands Expo is part of the massive Venetian and Palazzo complex. All casino facilities are based on the need to keep gamblers coming back.

“Let’s face facts, these places were not built on winners,” said Janet Hawk, a partner in Raving Consulting who specializes in player development and marketing. “So, it’s all about the experience and how we use our technology and our data to guide us in the right direction.

“Nothing beats face-to-face relationship building.”

Hawk spoke at a panel discussion on “Player Development Strategies to Increase Repeat Business from Customers Who Win or Lose.” Also on the panel were Casey Cohen, interim chief marketing officer for Hippodrome Casino in London, and Asaf Cohen (no relation to Casey), vice president of revenue for Optimove, which uses analytics and artificial intelligence to help casino companies and other businesses understand their customers and personalize offers to them. Deana Scott, CEO of Raving, moderated … Continue Reading on CDC Gaming Reports